May 26, 2006
Brand Naming: The Age of Aquarius Has Hit Laughlin, Nevada
This fall, American Casino & Entertainment Properties will be renaming its recently acquired Flamingo Laughlin the Aquarius Casino Resort. The new Aquarius will be totally revamped, and its new brand name distances it from the much bigger Flamingo in Las Vegas, the brainchild of Bugsy Siegel.
Bugsy named the joint after his girlfriend who in turn was nicknamed was "The Flamingo" for her red hair and long legs. Bugsy wound up dead for skimming from the Flamingo, certainly an unlucky piece of product naming history.
Richard P. Brown, president of American Casino, said that the new Aquarius name symbolizes "luck and winning, fun and close proximity to the Colorado River". Mr. Brown has indeed done his brand name research.
The name Aquarius has always represented water and luck: in Greek mythology Aquarius was Ganymede, the cup-bearer to the gods. The stars Alpha Aquarii and Beta Aquarii mean, respectively, "The lucky one of the king" and "the luckiest of the lucky".
Throughout Greek, Chinese and Japanese mythology you see water being equivalent to luck (think feng shui), and when the sun enters Aquarius the lush rainy season begins. Ironically, the Age of Aquarius probably will not officially begin for another 600 years, bad news for all of you ex-hippies.
The Flamingo is the largest hotel in Laughlin, Nevada, and its new reincarnation will see it stand on its own in what its developers see as a part of Nevada sure for more customers as Middle America gets priced off the Vegas strip.
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